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Assurance & Certifications

DAA AMI Validation

TrustArc is the only certification provider of the Digital Advertising Alliance certification. Complying with DAA AMI demonstrates industry guidelines and provides consumer tools designed for better privacy safeguards.

Participate in the DAA’s program

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  • Internationally recognized standard

    The DAA (Digital Advertising Alliance) is an independent non-profit organization led by leading advertising and marketing trade associations globally. The DAA was first launched in the United States and is both recognized and adapted by other markets, spanning 27 countries including Canada, Argentina, the United Kingdom, European Union, Switzerland, India.

  • Trust with DAA’s YourAdChoices Program

    Addressable Media Identifier (AMI) providers are required to certify compliance with the framework. Utilizing AMIs, you’ll be able to ensure relevant advertising, optimized outcomes, and critical analytics functionality while safeguarding consumer data privacy. While also providing consumers with real-time disclosures on data use and prohibited data uses across desktop or mobile environments.

  • Ensure digital advertising streams across platforms

    Protect and align your advertising activities with industry standards and best practices. Be that desktop, mobile, connected TV, addressable audio, or smart devices – our team of experts are here to help efficiently guide your organization through the certification process and validate your compliance annually.

How validation works

Demonstrate privacy compliance, reduce risk, and build trust with an independent review powered by technology and delivered by privacy experts
  • Discovery and evaluation

    An experienced Global Privacy Solutions team member guides you through the assessment process, utilizing our proven methodology and powerful technology.

  • Remediation assistance

    Rely on a trusted expert to review your policies, procedures, and technology to review. A gap analysis, risk summary, and remediation recommendations are outlined to help you achieve compliance confidently in your self-certification.

  • Accessible audit trail

    Use TrustArc’s platform to access a complete audit trail, including assessment tasks and supporting documentation. Streamline inquiry responses and maintain audit compliance.

  • Digital Advertising Alliance Validation letter

    After completing the required changes to meet the standards, we authorize your use of the TRUSTe Validation Letter on your organization’s privacy notice or corporate website.

Digital Advertising Alliance Validation FAQs

  • What is the Digital Advertising Alliance (DAA)?

    The Digital Advertising Alliance (DAA) is a U.S.-based self-regulatory body for the digital advertising industry. Founded in 2009 by leading marketing and media trade associations, the DAA administers the DAA Self-Regulatory Principles, the AdChoices icon program, and the WebChoices and AppChoices opt-out tools. Compliance with DAA Principles is enforced by independent Accountability Programs administered by BBB National Programs and by the ANA.

  • What is the DAA AMI Policy Framework?

    The Digital Advertising Alliance’s AMI Policy Framework for Addressable Media Identifiers (AMIs) extends the DAA Self-Regulatory Principles to cover the use of advertising identifiers (like mobile ad IDs and privacy-preserving replacements). The framework establishes governance and accountability for the provision and use of interoperable AMIs for the digital media ecosystem. The framework addresses privacy concerns to help ensure AMIs are used responsibility and in privacy protective ways.

  • Who needs DAA AMI Validation?

    Publishers, ad platforms, Demand-side platforms (DSPs), Supply-side platforms (SSPs), identity providers, and any organization that uses or provides advertising identifiers as part of interest-based advertising programs covered by the DAA Principles.

  • Does DAA AMI Validation include a privacy notice review?

    Yes. The DAA AMI Validation includes a review of your consumer-facing privacy notice against DAA Policy Framework for Addressable Media Identifiers.

  • What is the AdChoices program?

    AdChoices is a self-regulatory program administered by the Digital Advertising Alliance (DAA) that provides consumers with transparency and control over Interest-Based Advertising (IBA), commonly known as targeted or behavioral advertising.

    AdChoices is particularly relevant for companies engaged in behavioral advertising across websites, mobile apps, and CTV/streaming platforms.

    TrustArc Cookie Consent Manager is an approved provider to provide services to help companies comply with the DAA Principles (serving the ad choices icon).

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